Basketball
Features
Rakuten House – Rakuten & the NBA
Rakuten House was a branded space erected in Chicago to leverage the ecommerce brand’s rights around the 2020 All-Star Weekend.
Mount Olympus – Nike & the NBA
In July 2019, Nike leveraged its NBA supplier partnership and its endorser deal with Giannis Antetokounmpo to celebrate the player’s MVP award and promote the launch of his first signature shoe.
No Squeak Broadcast – Ford & the Liga Nacional de Basquete
To promote the non-skid technology in its EcoSport SUV, Ford leveraged its sponsorship of Brazilian top-tier basketball by removing the sounds of sneakers squeaking on the court.
Lines: Spirit of the NBA – Hennessy & the NBA
In February 2020, Hennessy leveraged its new status as the official spirit of the NBA with an integrated campaign launched to coincide with the NBA All-Star Weekend.
Purple Reign – Nike & the Minnesota Timberwolves
Nike and the Minnesota Timberwolves set new records for NBA social, web traffic, jersey sales and engagement statistics with the 2018-19 reveal campaign for the team’s Prince-inspired Nike ‘City Threads’ kit.
Drink Wiser – Budweiser & the NBA
November 2019 saw Budweiser celebrate the extension of its NBA official beer partnership with a responsible drinking campaign fronted by LA Lakers star Danny Green.
Jersey Assurance – American Express & the NBA
NBA sponsor American Express created an award-winning campaign during the 2018-19 season by allowing Amex members to swap their jersey for free if their favourite player switched clubs.
Data Snapshot: NBA 2019-20
The NBA’s central sponsorship portfolio is worth approximately $600m (€533m) in 2019-20, SportBusiness Sponsorship has found, of which about 60 per cent is marketing fees and the remainder is licensing royalties.
King of the North – New Balance & the NBA
To leverage its endorsement of Kawhi Leonard during the Toronta Raptor’s journey to the 2019 NBA Finals, league footwear sponsor New Balance ran a digital outdoor campaign in Toronto and San
Soundtracking the NBA – UnitedMasters & the NBA
The NBA teamed up with independent music distributor UnitedMasters to use the league’s 1.6bn fanbase as a source of new music discovery.
This Bud’s for 3 (Dwyane Wade’s Last Swap) – Budweiser & the NBPA
NBA sponsor Budweiser partnered with the National Basketball Players Association on an initiative commemorating the retirement of 13-time NBA All-Star Dwyane Wade.
Total Health Forum – Kaiser Permanente & the NBA
Presenting the Total Health Forum with the NBA allowed Kaiser Permanente to integrate its brand with the US healthcare community and amplify that integration via digital/social extensions.
You Seeing This? – ESPN & the NBA
After decades of promoting NBA games with TV commercials and years of declining live television audiences, official broadcaster ESPN changed its strategy and switched to using real-time NBA footage social promos to generate FOMO and drive fans to click directly to live game coverage.
NCAA Men’s Final Four Sponsorship – Coca-Cola & the National Collegiate Athletic Association
Coca-Cola’s NCAA Final Four sponsorship laid the groundwork for the launch of Coca-Cola Orange Vanilla, spreading awareness of the product in host city Minneapolis and the wider US.
Endeavor Global Marketing targets growth in new markets
When the IMG agency was acquired by WME and Silver Lake Partners in 2014, some industry experts thought its marketing services arm, IMG Consulting, would be sold off under new management
Sina Golden League reaches new high with Dongfeng Qichen deal
Sina is believed to have earned about $5m (€4.4m) from the top sponsor for its Golden League 3x3 basketball competition this year, SportBusiness Sponsorship understands.
FREE | Sponsorship in basketball, 2018-19
In the free version of the latest interactive monthly data report, SportBusiness Sponsorship analyses the sponsorship landscape of basketball in the US and Europe.
Klinc by Zurich taps into NBA Spain’s millennial fanbase
The Spanish arm of Swiss insurance firm Zurich will pay a six-figure fee for its digital-only partnership with NBA Spain, SportBusiness Sponsorship has learned
Sponsorship in basketball, 2018-19
In the latest interactive monthly data report, SportBusiness Sponsorship analyses the sponsorship landscape of basketball in the US and Europe.
MGM moved fastest for NBA, NHL and MLB sportsbook rights
Rapid decision-making was key to MGM Resorts’ successful conclusion of sportsbook deals with each of the National Hockey League, National Basketball Association and Major League Baseball last year.
HBSE cashes in on NJ sportsbook legislation, more deals to come
US sports team and venue owner Harris Blitzer Sports & Entertainment will earn about $3.5m (€3m) annually from its first three gambling sponsorship deals, according to industry sources.
Title sponsorship across Europe, 2018
Research by SportBusiness Sponsorship into title sponsorship deals across Europe is displayed in the interactive report below.
Lottery.com fills EuroLeague Premium Partner berth
US-based mobile lottery service Lottery.com will pay between €2.25m ($2.6m) and €2.5m
Revenue and performance drive Boston Celtics’ deal-making
American performance bedding company Bedgear’s one-year deal as the Official Performance Sleep System Partner of the NBA’s Boston Celtics was instigated by the team’s sporting department.